Seven video publishers — Electus Digital, Funny or Die, Oh My Disney, The Onion, Tastemade, Vice Media and Vox Media — are the initial partners in Anthology, an initiative with Facebook Creative Shop to “produce outstanding advertising content.”
All Anthology partners are also Facebook Marketing Partners, and insights and analytics are the backbone of the contributions from Facebook Creative Shop.
The social network said in a Facebook for Business post introducing Anthology:
Anthology is equal parts art and science, pairing publisher creativity with Facebook advertising insights to create custom campaigns that meet brands’ business goals. The program gathers a number of leading publishers to lend brands their creativity, storytelling expertise and video production know-how.
While brands are free to work with any content producer on their Facebook advertising campaigns, Anthology publishers are Facebook Marketing Partners. This means that in addition to offering creative and production services, each is trained on how to get the most out of the Facebook platform to drive business results.
Anthology campaigns begin and end with insights. For each Anthology campaign, the Creative Shop — Facebook’s in-house creative strategy team — partners with brands, agencies and publishers to provide audience planning, insights, distribution plans and measurement. Together, the Creative Shop and Anthology partners guide brands to build advertising content that resonates with people and drives business.
Readers: What are your initial thoughts on Anthology?